YouTube: an opportunity for consumer narrative analysis?

Abstract

Purpose -The aim of the paper is to discuss a possible extension of narrative analysis to a new medium of expression of consumer behaviour, specifically YouTube. Design/methodology/approach -Marketing and consumer behaviour studies often apply narrative analysis to understand consumption. The consumer is a source of introspective narratives that are studied by scholars. However, consumption has a narrative nature in itself and consumers are also storytellers. YouTube is a new context in which subjects tell stories to an audience through self-made videos and re-edited TV programs. After defining the pros and cons of different approaches to the study of YouTube, narrative analysis is presented as a possible means of understanding YouTube. Findings -Some preliminary evidence is presented by discussing several YouTube videos. These indicate that YouTube content can be better understood as stories, rather than example of other approaches, such as visual analysis, media studies, videography, and others. Research limitations/implications -From the analysis conducted, preliminary managerial implications can be drawn. It seems unlikely that normal TV broadcasters will be substituted by YouTube videos. For the most part, YouTube content draws its sense and shared meaning from the major TV shows and series. The discursive nature of YouTube is also an indication of how to deal with this new medium as a company or researcher. Originality/value -The paper is an attempt to open up new applications of interpretive market research in the form of narrative analysis. It explores a new context that is gaining relevance in both the marketing literature and managerial practice.

Communication and Consumer Activities of Social Networking Sites Users: Cases from Germany, Poland and Russia

“…The literature review showed that the analysis of the videos and the comments submitted to that platform and the comments thereof are a good source for recognizing consumers' needs and market trends (Pace 2008;Wendt, Griesbaum, and Kölle 2016). This is also confirmed by our study.…”

“…YouTube is also a sns, which is used to a significant extent in e-wom. It is considered to be a repository of knowledge about markets, consumers, products, and services because information shared on YouTube in the form of videos comes from users who are also consumers (Pace 2008;Wendt, Griesbaum, and Kölle 2016). Vloggers often record videos and publish them on YouTube in order to recommend products they bought and which are of good quality or warn other users against low quality products.…”

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“…Such videos are commented on by other users. This means that the opinions of many users, often from remote parts of the world, can be collected and accessed (Pace 2008;Madden, Ruthven, and McMenemy 2013). Numerous studies are conducted on the analysis of comments placed on YouTube under a particular video.…”

“…The literature review showed that the analysis of the videos and the comments submitted to that platform and the comments thereof are a good source for recognizing consumers' needs and market trends (Pace 2008;Wendt, Griesbaum, and Kölle 2016). This is also confirmed by our study.…”

“…YouTube is also a sns, which is used to a significant extent in e-wom. It is considered to be a repository of knowledge about markets, consumers, products, and services because information shared on YouTube in the form of videos comes from users who are also consumers (Pace 2008;Wendt, Griesbaum, and Kölle 2016). Vloggers often record videos and publish them on YouTube in order to recommend products they bought and which are of good quality or warn other users against low quality products.…”